I was convinced I wanted my company in 40 different locations, until one realization hit me harder than I expected.

In this episode I talk about a trap I think a lot of home service business owners fall into without realizing it: walking into a room full of other owners, hearing everyone's revenue and headcount and expansion plans, and suddenly wanting things you never actually decided you wanted. That's exactly what happened to me. I picked "40 locations" as my goal at a conference because everyone around the table was thinking big, not because I'd ever sat down with my wife and asked what I actually wanted our life to look like.

I get into why those industry benchmarks can quietly become your identity, why comparing your business to somebody else's is almost never really jealousy, it's admiration mistaken for a blueprint, and the one question I think you should ask about any goal you're chasing: if nobody else knew about it, would you still want it? I also talk about building your own scoreboard instead of somebody else's, and why you're allowed to change your mind about a goal you already told everyone.

If you want a simple way to create and organize your SOPs, check out Sophie at sophiehq.com

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